以大型活動探討城市意象、活動吸引力對參與意願之影響

Exploring the Influences of Willingness to Visit on Urban Image and Event Attraction by Mega Events

10.6338/JDA.201106_6(3).0002

車成緯(Cheng-Wei Che)；李青松(Ching-Sung Lee)；陳玫蓉(Mei-Rong Chen)

城市意象 ； 活動吸引力 ； 參與意願 ； 大型活動 ； 臺北國際花卉博 ； Urban Image ； Event Attraction ； Willingness to Visit ； Mega Events ； Taipei International Flora Exposition

Journal of Data Analysis

6卷3期（2011 / 06 / 01）

31 - 50

繁體中文

臺灣是一個具多元文化色彩的環境，且具有潛力，深具特色及多樣化的活動的觀光國家，各地方政府積極努力爭取舉辦大型活動的機會。臺北市政府在臺北花博開幕之前，即運用各種通路來對活動進行一系列的推廣與宣傳，以讓民眾能在尚未參與活動前，能先行瞭解各展館的內容。本研究以臺北市國際花卉博覽會舉辦活動前對民眾調查，以探討辦理大型活動舉辦前的影響性因素，透過城市意象、活動吸引力對參與意願做分析探討。根據本研究結果發現：1.在城市意象方面，以臺北市的實際環境印象較佳；2.在活動吸引力方面，以新生公園活動的吸引力較高；3.民眾對臺北花博有較高的參與意願；4.城市意象與活動吸引力對參與意願有正向影響力；5.活動吸引力對城市意象及參與意願有中介效果。從上述的結論，本研究建議相關單位將城市意象與城市活動主題能有更相互的連結，並結合時下流行元素，可提升活動吸引力，並能有效增加的參與意願。

Taiwan can be discovered as a multicultural nation with huge tourism potential and a large variety of characteristic features. Local government of each region has strived for the opportunity to promote and organize events or celebrations in its urban district. Take the Taipei government as an example, there were a series of activities to promote and make propaganda for the Taipei flora expo before its opening. This is a study of the impact on urban images to event attractions and willingness to visit in the Taipei city and its 2010 Flora Exposition. The survey evidence strongly suggests that the physical environment had been the most favorable among other urban images in Taipei. The public's participation for the event is relevantly high. In addition, Xinsheng Park areas had been received the highest remark among other attractions of the exposition areas. The findings provided evidence that urban images and event attractions are results of willingness to visit which are positively correlated. Moreover, the result demonstrates that tourist attractions mediate the influence of urban images and willingness to visit. In general, understanding the influence of urban images will help local government design events and activities that are compatible and associated with prevalent elements in order to create event attraction, and increase the willingness to visit effectively.

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